Meet Eva Hartling, Founder of The Brand is Female: Empowering Women and Celebrated for Her Impact on Women in Leadership

Eva Hartling, an award-winning CMO-turned-entrepreneur, founded The Brand is Female in 2018 after two decades in media and communications, working for organizations such as Birks, IBM, Telefilm Canada and RONA where she led national and international brand and public affairs campaigns. The Brand is Female is a communications agency working with impactful brands and a platform that celebrates women’s achievements, sharing their stories through The Brand is Female podcast,, events series, and content that inspires and empowers. Eva is a Board Member of the Fondation du Musée d’art contemporain de Montréal and actively involved with CANFAR. 

I started The Brand is Female because…
I experienced firsthand the challenges and obstacles facing women in business, particularly women executives. These challenges, ranging from gender bias to lack of mentorship, inspired me to create a platform that could address these issues head-on. I wanted to make a difference by spotlighting leaders who serve as role models to inspire women to dream big and achieve their goals. By sharing their stories and successes, we create a ripple effect, encouraging more women to pursue leadership roles and break through barriers. 

The biggest impact The Brand is Female has had on women entrepreneurs is…
Providing female role models who demonstrate leadership, vision, risk-taking abilities, and self-confidence while sharing their tips and tools for success. These role models show that navigating the business world successfully is possible despite the challenges. By highlighting their journeys, we provide a blueprint for other women to follow, fostering a sense of community. Women entrepreneurs gain inspiration and practical advice on overcoming obstacles, building networks, and growing their businesses. 

To create more opportunities for women in business, we need…
Access to capital, support, and increased representation on boards, in executive roles, and in the investment community. Women must build relationships with key decision-makers across industries, often requiring male allyship and sponsorship. This means creating environments where women can network with influential figures who can open previously closed doors. We must also improve our financial and tech literacy, equipping women with the skills to thrive in a competitive landscape. Having tools and resources to engage effectively with investors and bankers is crucial for levelling the playing field. 

Collaborating with TD Women in Enterprise and Women of Influence+ is important because…
Both help support women in establishing connections with important, trusted advisors and offer networking opportunities to access supportive and inspiring groups. These collaborations provide women platforms to exchange ideas, share experiences, and find mentors. We amplify our impact by aligning with organizations dedicated to women’s advancement, creating a stronger, united front to tackle gender disparities in the business world. 

Balancing leadership and personal life as a woman means…
Figuring out our priorities at different times and understanding that this delicate balance will keep shifting is crucial. It requires constant reassessment of what matters most and being flexible enough to adapt. It also means prioritizing our health and wellness and advocating for better support of women’s health in workplaces and society. Organizations need to recognize women’s unique challenges and provide the necessary support systems, such as flexible working hours and comprehensive health benefits, to help women maintain this balance. 

One thing organizations can do to support women leaders is…
Be more flexible in meeting their needs regarding overall health and mental health. Thankfully, we are having more conversations around the 3Ms and how workplaces need to cater to women’s realities regarding menstruation, maternity, and menopause—still taboo topics that can constrain women’s careers. By addressing these issues openly and providing appropriate accommodations, organizations can create a more inclusive and supportive environment that empowers women leaders to thrive. 

The one piece of advice I give that I have trouble following myself is…
Prioritize my sleep. Despite understanding the importance of rest for overall well-being and productivity, I often find myself sacrificing sleep to juggle various responsibilities. This is a common struggle for many driven women! 

The thing I love most about what I do is…
Constantly hearing from women entrepreneurs who are breaking glass ceilings. Their stories of resilience, innovation, and success are incredibly inspiring and reaffirm the importance of our work at The Brand is Female. It is gratifying to see our platform’s tangible impact on empowering women and fostering a community of trailblazers who are redefining what’s possible for future generations. 

If I were to pick one thing that has helped me succeed, it would be…
My network of allies and supporters. Throughout my career, I have been fortunate to have a strong support system of mentors, colleagues, and friends who have provided guidance, encouragement, and opportunities. This network has been instrumental in navigating challenges, seizing opportunities, and achieving my goals. 

If you googled me, you still wouldn’t know…
Some of my most supportive allies throughout my career were men who believed in championing women in the workplace. Their mentorship and advocacy have been invaluable, demonstrating the importance of male allies in advancing gender equity. These men have shown true leadership involves lifting others and creating inclusive environments where everyone can thrive. 

I stay inspired by…
Interviewing women leaders for my weekly podcast. Each conversation reveals new insights and perspectives on leadership, resilience, and innovation. Hearing firsthand accounts of how these women overcome obstacles and drive change is a constant source of inspiration. It reminds me of the power of storytelling in fostering connection and empowerment. 

The future of women entrepreneurs looks promising because…
We are not afraid to have tough conversations to move the needle on gender equity and female leadership. Women are challenging the status quo across sectors like health, sports, finance, and tech, allowing more women to break through glass ceilings across industries. he momentum we are building today sets the stage for a future where women leaders are the norm, not the exception.